Christian Knaebel

One of the first things to consider when it comes to assessing your audience is what I refer to as „relevance“. Is your production relevant for an audience; i.e. does your topic address their interest, need or curiosity. And that is then triggering another aspect of relevance: the commercial relevance. I.e. is the audience willing to pay in some form for your content - via a fee or their attention; and is the audience consequently relevant for someone else who is willing to pay for access to them.

In its simplest form a Excel Sheet or Google Sheet will do. For more sophisticated approach try something like Notion: also good for creating a project wiki and sharing info with your clients. All the tools in the world will not help you, however, if you are not having any idea on how to structure a project or lack the discipline to follow a process and milestones. In that area, a tool like Taskade might help: it has AI functionalities and can provide you with ideas do structure a project. But it will not give you the needed skill to follow a process either. So, have a clear structure yourself and then choose any tool - that is the best approach.

Good PR is key. Look at how Netflix does it. They leak some inside reports to trade press and generate buzz. Others pic it up and then it goes viral.

First and foremost: learn to listen. And do so without having a straight answer right away. Truly listen to your audiences and not just a segment of it. Then, make sure you have a diverse team yourself and be very open to their suggestion. Try to encourage them to voice their opinion. Finally, it all comes down to relevance: is it relevant to the target audience? Does it really reflect their way of life, their concern, their dreams and their fears and sorrows. Be as honest as possible in that - with your audience and yourself. Authenticity wins.

It is important and common practice to think of various distribution channels right at the outset of content creation. Actually you should apply this perspective before you even start the creation of the content itself. By applying this thinking, you will automatically open the path to a variety of distribution channels. For example, you need to think whether a story can be told via different formats in parallel: can it have a written component, how about a video and what clips & media will you need for social media to go along with the content, etc? Furthermore within one distribution method (say TV), you also have various options to use the content on different distribution platforms; often seen as the “long tail” of a product.